Dark mode themes for mobile apps are very popular nowadays, but YouTube takes that a bit literally with its latest augmented reality experience.
Monday, promoting the release of Maleficent: Mistress of Evil which debuted in American theaters on Friday, released a virtual make-up try-on experience on YouTube.
Disney tapped makeup artist Promise Phan, whose YouTube channel has collected nearly six million subscribers, to film a makeup tutorial for viewers to recreate the appearance of the Mistress of Evil herself.
When viewing the video of Phan via the mobile YouTube app for iPhone and Android, viewers can virtually three stages of it view the costume and make-up, including the ico nic headdress.
Last month, Disney shared a video behind the scenes of the process actress Angelina Jolie is going through to become Maleficent. This, along with the new YouTube tutorial and AR experience, should keep cosplayers busy between now and Halloween.
YouTube has announced its new virtual makeup camera effects that are available to influencers via the FameBit brand content platform, in June. The first experience via the make-up try-on function arrived in August from Mac Cosmetics.
With the latest AR experience from Disney, however, the AR camera from YouTube shows the potential to develop in the AR arena for film promotion that Snapchat and Facebook have dominated so far.
In addition, Google, the parent company of YouTube, has collected a diverse platform for enabling AR marketing tactics, including the ARCore toolkit for apps and internet, AR capabilities for Google Search and the Playground app for Pixel smartphones. Google has also started adding AR camera effects to its Duo video chat app. Well, even walking navigation for Google Maps has the potential for AR advertising.
Now the question remains whether Google will really lean on AR as a revenue generator, or whether it is just a hobby compared to its core activities.  Don't miss it: NR30: 30 people to watch in Augmented Reality for 2019